NBCUniversal Expands U.S. Addressable Footprint to 45 Million Households With New Charter Communications Partnership

NBCUniversal announced a new advanced advertising agreement with Charter Communications, Inc. that will expand NBCUniversal’s U.S. household addressable footprint by nearly 40 percent to 45 million households, making it one of the largest offered in the market by a TV publisher. The agreement allows access to NBCUniversal to sell addressable campaigns on their own inventory across Charter’s Spectrum platforms.  Together, the companies are empowering advertising and agency partners to leverage dynamically inserted ads, using aggregated and de-identified data, to deliver their brand messaging to the right audiences across the country.

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Through the agreement with Charter, NBCUniversal is opening up more opportunities for the advertising community to connect meaningfully with their audiences, all in compliance with each company’s commitment to privacy. The integration across Charter’s Spectrum VOD is slated for launch in Q1 2021, and represents significant forward progress in NBCUniversal’s commitment to add scale and impact to addressable television across the industry.

“Viewing habits have been evolving for some time now, and continue to accelerate towards on-demand and streaming platforms. Advertisers need to meet viewers in the moment, and that’s why NBCUniversal has been laser-focused on expanding our addressable capabilities,” said Krishan Bhatia, President & Chief Business Officer, Global Advertising and Partnerships, NBCUniversal. “Through our partnership with Charter Communications, we are taking an important step forward by delivering targeted advertising to millions of Spectrum viewers who are watching video on demand. This will enable us to continue to connect our viewers to the brands they know and love, at any time of the day.”

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“We look forward to working with NBCUniversal to help them expand their addressable offerings, and send more relevant advertisements at scale, to Spectrum customers,” said David Kline, Executive Vice President at Charter Communications, and President of Spectrum Reach. “This partnership will provide NBCU an opportunity to make their networks more impactful to advertisers, while also furthering our goal to bring scale and accessibility to addressable TV.”

Since 2015, NBCUniversal has been offering advanced targeting solutions to client and agency partners through their industry-leading AdSmart platform. AdSmart is NBCUniversal’s data-driven offering that provides a suite of advanced advertising capabilities to improve the efficiency and effectiveness of marketers’ One Platform buys, across screens and even across international markets.

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